Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Fortified/Functional Beverages in Italy

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Executive Summary

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PROSPECTS

Competition to remain intense

Despite a strong trend towards products with natural ingredients, demand for fortified/functional products, and therefore also fortified/functional beverages, will grow over the forecast period. Many consumers are showing growing interest in their overall health and are thus looking to increase daily intake of vitamins and minerals.

FF energy drinks to lose sales share

FF energy drinks offer a convenient and tasty way to boost energy levels and remain distinct from other types of beverages as consumers can readily perceive the benefits of added fortified/functional ingredients, which are not directly health related. General wellbeing is the most important claim for fortified/functional beverages available in Italy.

FF juices gain ground

FF 100% juice, together with FF tea, is set to be among the most dynamic categories over the review period, profiting from the ongoing trend towards natural and healthy products among Italians. Juices (especially 100% juices) are perceived as being naturally healthy, with many consumers seeking added health benefits when opting for a fortified/functional beverage, thus contributing to strong current value growth.

COMPETITIVE LANDSCAPE

Red Bull and Gatorade gradually losing sales share

Red Bull continued to lead fortified/functional beverages in Italy in 2017, despite posting a marginal decline in sales share due to growing health concerns among consumers. The company continues to benefit from the wide availability of its Red Bull brand in grocery retailers, as well as strong advertising support through sponsorship of various sporting events and music festivals.

Strong private label performance within FF juices

Coop Italia ranked ninth within FF beverages in 2017, with the company ranking third in FF juice drinks (up to 24% juice) and fourth within FF fruit/vegetable juice, which is the largest area in sales terms. Similar to private label producers in other food and beverages areas, Coop Italia focused on offering sophisticated copies of leading brands at much lower prices and with Italian quality, thus attracting many consumers.

L’Angelica remains strong in FF tea

L’Angelica continues to perform well within FF tea, with the brand keeping up to date with the latest trends. For example, in 2016, L’Angelica introduced a set of functional teas which can be infused with cold water for summer time.

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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Italy with research from Euromonitor's team of in-country analysts.